Customer story: Kicks Count

Kicks Count, led by CEO Elizabeth Hutton OBE, is dedicated to raising awareness about the importance of fetal movement during pregnancy. Their message is simple yet powerful: when parents know that “Kicks Count,” they can seek medical advice if they notice a change in their baby’s movements - potentially saving lives.

To amplify their mission, Kicks Count turned to Access Charity Websites and Access Google Ad Grants. These solutions have enabled them to enhance their online presence, streamline fundraising, and expand their reach.

For Kicks Count, their website is more than just a platform - it’s the heart of their mission, their fundraising hub, and a vital tool for engaging with supporters. With Access Charity Websites, they now have a site that is not only visually appealing but also highly functional and effective.

Personalised giving: in memory pages that truly matter

One of the standout features Kicks Count loves is the ability to offer personalised “In Memory” pages. Instead of a generic donation process, parents can fundraise in memory of their own baby, making the experience deeply personal and meaningful.

“It’s an easy way to help people make a difference in their baby’s name.” – Elizabeth Hutton OBE

This feature has provided an emotional and tangible way for supporters to contribute while ensuring that every donation carries a personal legacy.

Multiple fundraising streams, all in one place

Kicks Count has multiple fundraising streams, including multiple online donations streams, an online shop, event ticket sales, and personalised giving pages. Thanks to Access Charity Websites, all these revenue streams are integrated seamlessly, making it easier to track donations and optimise fundraising strategies.

A smarter, more effective donor journey

User experience is everything in fundraising. Access Charity Websites ensures that online donations are made directly within Kicks Count’s own site, offering a smooth and intuitive donor journey. This has led to increased donations and better engagement from supporters.

The site also allows fundraisers to create their own pages, which the Kicks Count team can approve with a single click - eliminating the need for third-party platforms and keeping supporters engaged within the charity’s ecosystem.

Simple yet powerful reporting

Elizabeth Hutton praises the clarity and effectiveness of the reporting features. With live income dashboards, they can see the potential value of Gift Aid claims and process them in just a few clicks—saving time and unlocking funds faster.

A website that serves its community

Accessibility was a key priority for Kicks Count. With improved support for users with disabilities, the website ensures that all expectant parents, donors, and supporters can engage with their mission. Additionally, a strategic pop-up message appears across all pages to reinforce their core message: Kicks Count.

Google Ad Grants provide charities with up to $10,000 per month in free advertising on Google Search. This allows non-profits to appear at the top of search results, dramatically increasing visibility and reaching the people who need their services the most.

Before working with Access, Kicks Count struggled to maximise their online visibility due to limited digital advertising resources. Access Google Ad Grants changed everything.

“Access Google Ad Grants Management was the best money we could have spent.”

Having Access manage their Google Ad Grants has been like having an expert marketing team in-house. Kicks Count benefits from highly optimised campaigns that ensure they reach the widest possible audience.

Expanding search terms & optimising campaigns

Access’s expertise has been invaluable in building the most effective campaigns. Their team has helped Kicks Count expand their search terms, ensuring they capture every potential supporter searching for pregnancy-related advice. They also manage negative keywords, preventing wasted ad spend on irrelevant searches and making every click count.

Maximising reach & impact

With Access Charity Ad Grants, Kicks Count can reach thousands more expectant parents than ever before. The increased awareness has led to more parents learning about the importance of fetal movements, ultimately contributing to their mission of reducing stillbirths.

Without Access’s expertise in managing the grants, Kicks Count wouldn’t have been able to achieve this level of impact.

“We simply could not reach people and create the impact we do without the awareness generated by these Ad Grants.” – Elizabeth Hutton OBE

Smart spending: how investing in the right tools paid off

Many small charities are hesitant to spend money on digital tools, fearing they can’t afford it. But as Kicks Count has proven, the right investment pays off.

“For a small charity, spending £5,000 to £10,000 is a huge decision, but we knew we had to invest in the right tools to grow. Thanks to Access, we’ve grown massively as a charity. That investment has been absolutely transformational.” 

Initially, the investment in Access Charity Websites and Google Ad Grants seemed like a significant cost. However, the results speak for themselves: Kicks Count has grown from an £18,000 charity to a £140,000 charity. The ability to invest wisely in digital tools has allowed them to scale their impact, reach more parents, and ultimately save more babies’ lives.

Ready to transform your charity’s impact?

If you’re a charity looking to grow, engage more supporters, and maximise your fundraising potential, Access can help. Our charity-specific solutions provide everything you need to expand your reach, improve donor experiences, and generate more income.

Get in touch with one of our experts today and discover how Access Charity Websites and Charity Ad Grants can help your organisation thrive.